c19c75d20a39a7483774b001fd2b5732 icono14_a2021v19n2p119iENG.pdf 3e49de55d0a0f20b75c611bc7a81b13f7e85fbc9 icono14_a2021v19n2p119iENG.pdf 928ceedc849fdff3f925ee93096ccba865503fdd3b1c2fd177f74399decfc873 icono14_a2021v19n2p119iENG.pdf Title: Advertisers in the light of communication ideas: Assessment and approval Subject: Creativity plays a core role in advertising communication, but do advertisers consider it as an essential factor when judging and approving communicative ideas presented by an agency? The main aim of this article is to identify the elements that, from the advertisers’ point of view, are key in their assessment and approval process regarding communicative ideas; detecting any elements that can work for or against a favourable assessment for a proposal from an advertiser and checking whether creativity is one of them. To do this, an exploratory research project was proposed with a qualitative focus, involving in-depth interviews with ten advertisers operating on the Spanish market. Using content analysis and Grounded Theory, the findings demonstrate that the agency’s proposal was not assessed in isolation but that, beyond the mere idea, there is a range of intangible elements with enormous influence over the advertisers’ final decision. Creativity is a characteristic that is taken for granted, it is assimilated into originality and it is used as a medium to achieve certain business objectives. In turn, the article focus will provide a vision of the advertiser that is traditionally ignored in advertising literature: they are not only broadcasters but also the target audience of the commercial communication. Author: Anna Fajula Payet PhD Creator: Adobe InDesign 15.1 (Macintosh) Producer: Adobe PDF Library 15.0 CreationDate: Thu Jul 22 20:51:17 2021 CEST ModDate: Thu Jul 22 20:51:18 2021 CEST Custom Metadata: no Metadata Stream: yes Tagged: no UserProperties: no Suspects: no Form: none JavaScript: no Pages: 23 Encrypted: no Page size: 536.031 x 697.011 pts Page rot: 0 File size: 169484 bytes Optimized: yes PDF version: 1.7 name type encoding emb sub uni object ID ------------------------------------ ----------------- ---------------- --- --- --- --------- WUIACZ+FuturaStd-Book Type 1C WinAnsi yes yes yes 220 0 VMYUOB+OfficinaSerifStd-BoldItalic Type 1C WinAnsi yes yes yes 221 0 VMYUOB+OfficinaSerifStd-Bold Type 1C Custom yes yes yes 233 0 VMYUOB+OfficinaSerifStd-BookItalic Type 1C Custom yes yes yes 234 0 VMYUOB+OfficinaSerifStd-Book Type 1C Custom yes yes yes 238 0 WUIACZ+FuturaStd-Book Type 1C WinAnsi yes yes yes 248 0 WUIACZ+FuturaStd-Book Type 1C WinAnsi yes yes yes 251 0 WUIACZ+FuturaStd-Medium Type 1C WinAnsi yes yes yes 163 0 WUIACZ+FuturaStd-Medium Type 1C WinAnsi yes yes yes 164 0 WUIACZ+FuturaStd-Book Type 1C WinAnsi yes yes yes 162 0 WUIACZ+FuturaStd-Book Type 1C WinAnsi yes yes yes 168 0 WUIACZ+FuturaStd-Medium Type 1C WinAnsi yes yes yes 171 0 WUIACZ+FuturaStd-Book Type 1C WinAnsi yes yes yes 177 0 WUIACZ+FuturaStd-Book Type 1C WinAnsi yes yes yes 174 0 VMYUOB+OfficinaSansStd-Book Type 1C WinAnsi yes yes yes 179 0 VMYUOB+OfficinaSansStd-BookItalic Type 1C WinAnsi yes yes yes 180 0 Jhove (Rel. 1.28.0, 2023-05-18) Date: 2026-01-20 04:25:06 CET RepresentationInformation: icono14_a2021v19n2p119iENG.pdf ReportingModule: PDF-hul, Rel. 1.12.4 (2023-03-16) LastModified: 2026-01-19 15:58:35 CET Size: 169484 Format: PDF Version: 1.7 Status: Well-Formed and valid SignatureMatches: PDF-hul MIMEtype: application/pdf Profile: Linearized PDF PDFMetadata: Objects: 255 FreeObjects: 1 IncrementalUpdates: 1 DocumentCatalog: ViewerPreferences: HideToolbar: false HideMenubar: false HideWindowUI: false FitWindow: false CenterWindow: false DisplayDocTitle: false NonFullScreenPageMode: UseNone Direction: L2R ViewArea: CropBox ViewClip: CropBox PrintArea: CropBox PageClip: CropBox PageLayout: SinglePage PageMode: UseNone Language: es-ES Info: Title: Advertisers in the light of communication ideas: Assessment and approval Author: Anna Fajula Payet PhD Subject: Creativity plays a core role in advertising communication, but do advertisers consider it as an essential factor when judging and approving communicative ideas presented by an agency? The main aim of this article is to identify the elements that, from the advertisers’ point of view, are key in their assessment and approval process regarding communicative ideas; detecting any elements that can work for or against a favourable assessment for a proposal from an advertiser and checking whether creativity is one of them. To do this, an exploratory research project was proposed with a qualitative focus, involving in-depth interviews with ten advertisers operating on the Spanish market. Using content analysis and Grounded Theory, the findings demonstrate that the agency’s proposal was not assessed in isolation but that, beyond the mere idea, there is a range of intangible elements with enormous influence over the advertisers’ final decision. Creativity is a characteristic that is taken for granted, it is assimilated into originality and it is used as a medium to achieve certain business objectives. In turn, the article focus will provide a vision of the advertiser that is traditionally ignored in advertising literature: they are not only broadcasters but also the target audience of the commercial communication. 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This work is licensed under a Creative Commons Attribution 4.0 International License. Advertiser Creativity Creative ideas Advertising Target audience Assessment Advertisers in the light of communication ideas: Assessment and approval Creativity plays a core role in advertising communication, but do advertisers consider it as an essential factor when judging and approving communicative ideas presented by an agency? The main aim of this article is to identify the elements that, from the advertisers’ point of view, are key in their assessment and approval process regarding communicative ideas; detecting any elements that can work for or against a favourable assessment for a proposal from an advertiser and checking whether creativity is one of them. To do this, an exploratory research project was proposed with a qualitative focus, involving in-depth interviews with ten advertisers operating on the Spanish market. Using content analysis and Grounded Theory, the findings demonstrate that the agency’s proposal was not assessed in isolation but that, beyond the mere idea, there is a range of intangible elements with enormous influence over the advertisers’ final decision. Creativity is a characteristic that is taken for granted, it is assimilated into originality and it is used as a medium to achieve certain business objectives. In turn, the article focus will provide a vision of the advertiser that is traditionally ignored in advertising literature: they are not only broadcasters but also the target audience of the commercial communication. 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